The Importance of Product Positioning

280 Group

In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging.

Is Your Positioning Competitive?

Under10 Playbook

Positioning describes what your product does—while also describing how it is different than anything else on the market. To be effective, product leaders must profile each competitive offering for company and product positioning.

Positioning, messaging, and ownership

Under10 Playbook

Who defines product positioning? Product managers are responsible for the features of the product and its positioning in the marketplace. Product Management defines the positioning and Marcom delivers the positioning. Ask yourself: does it support the position?

Positioning with formulas

Under10 Playbook

In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.— Finally it hit me: “Are you trying to figure out my positioning?” ” Upgrade positioning.

Drive Quality and Velocity with Feature Flags

To ensure the impact of a new feature is positive, your team can start by testing the feature on vs. the feature off and. Drive Quality. and Velocity with Feature Flags As product development teams move to continuous delivery, managing.

The Key to Power Positioning

Under10 Playbook

I was facilitating a session on product positioning. The team was really nailing it, with a strong focus on customer problems. Then the session came to a crashing halt when the VP of Marketing said, “We need to incorporate the word ‘power.’ ’ Didn’t you notice how the president’s eyes really lit up every time you said ‘power’ yesterday?” ” I could feel the energy leave the room.

What are you NOT? Defining your competitive position

Under10 Playbook

When considering how to communicate your value proposition, many firms try to reveal how they’re better ( slightly better) than the competitor—sometimes in really subtle but irrelevant ways. “We use 257-bit encryption—that is a whole bit better than our competitor.”

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

On this week’s episode, host Bob Caporale, President of the product management and product strategy training company Sequent Learning Networks , answers the following question: Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The post Dear Strategy: 049 Positioning Yourself in a Red Ocean appeared first on Dear Strategy Podcast.

Dear Strategy: 049 Positioning Yourself in a Red Ocean

Dear Strategy

Dear Strategy: “Which approach or tool should I use for defining the positioning strategy in a Red Ocean?”. The first is the term “Red Ocean” and the second is the term “positioning.” The term “positioning” was made famous by Al Ries and Jack Trout in their co-authored book Positioning: The Battle for Your Mind. The idea behind this concept is that every brand should hold some unique position in the collective minds of its customers.

Getting Started with Product Experimentation

products are impacting customers in a positive way. IMPACTING CUSTOMERS IN A POSITIVE WAY.

The Relationship Between Positivity and Productivity (And How to Make It Work for You)

Lead on Purpose

Fear that you will miss … Continue reading → Purpose Trust Communication creativity positivity productivityGuest post by Annabelle Smyth Many companies still hold tight to the old way of doing things. They put you in high-pressure situations and hope that you get all your work done out of fear.

How Buyers Sell Themselves, Product Usability & Revenue, and Two Types of Demos

Proficientz – Product Management University

Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine October 2017 is now available. In this issue we discuss the value of listening as one of the most overlooked sales skills, and the value of business conversations. We also examine product usability and its impact on revenue, plus sales demo tips. Be sure to check out our brand new lineup of advanced training programs.

Demo 200

Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven

Proficientz – Product Management University

Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine March 2018 is now available. We headline our March issue by going back to one of those marketing basics that’s all too easy to forget. We also draw the analogy between a lifestyle change and the shift from a product success culture to a customer success culture. Enjoy our March issue.

Solution Selling vs. Aspirational Selling: Is It a Mirror Image of Product Management?

Proficientz – Product Management University

Blog Positioning & Sales EnablementSolution selling is like vanilla ice cream. Everyone knows what it is – it’s simple and meets the most basic criteria for a dessert. Here’s the thing: if you and all of your competitors are using the vanilla ice cream approach to selling, you’re missing an opportunity to showcase your unique value and improve win rates.

Product Success Metrics, Demo Value Themes & The Definition of Successful Product Management

Proficientz – Product Management University

Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine January 2018 is now available. We’re kicking off 2018 with a discussion on product success metrics and a viewpoint that there’s only one critical metric that’s important over the long term. If you routinely hit that one, all the others will take care of themselves.

Using a Non-Revenue North Star Metric

Speaker: Ashley Carroll, Partner, Social Capital

If you're serious about making meaningful change to your product management decisions that translates to positive change to your shipped products, register today. In this session, we’ll look beyond revenue as the primary metric in product analytics.

The Most Basic Rule of Marketing Is So Easy to Forget

Proficientz – Product Management University

Blog Positioning & Sales EnablementThe most basic rule of marketing is so easy to forget. You’ve just purchased some new clothes or shoes online. As part of the transaction, you hand over your email address or mobile number knowing full well that three things are going to happen. You’ll get a receipt via email/text. You’ll get shipping notifications and tracking information via email/text. Before, during and after #2, you get flooded with promotions. Not good!

B2C 109

Market-Driven Products vs. Market-Driven Product Companies

Proficientz – Product Management University

In The Trenches Market & Customer Insights Positioning & Sales Enablement Product Development & Delivery Strategy & Product PlanningIf you have market driven products then don’t you have a market driven company? There are three key differences between market driven products and a market driven product company. Market-driven products, if taken literally, could result in multiple product silos with competing goals and contention over resource allocation.

How Buyers Sell Themselves, Product Usability & Revenue, and Two Types of Demos

Proficientz – Product Management University

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Demo 100

Using Product Demo Themes to Improve Your Sales Win Rate

Proficientz – Product Management University

Blog Positioning & Sales EnablementProduct demo themes can improve your sales win rate. The key? They have to be crafted in the customer’s vocabulary and mirror their business goals. Here are three guidelines for creating and using demo themes to improve your sales win rate. 1. Connect the Strategic and Tactical Dots.

Demo 100

The Universal Product Management Framework: 3 Questions and an Org Chart

Proficientz – Product Management University

Product Management Playbook Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales EnablementWealth made simple: news and articles from IRC Wealth.

Prospects Will Sell Themselves. You Just Have to Let Them!

Proficientz – Product Management University

Blog Positioning & Sales EnablementThe more you’re talking the less you’re selling. Listening just might be the most underrated and overlooked sales skill of all. If you let buyers talk long enough, they’ll eventually talk themselves into buying whatever you’re selling. Try these three tactics with your next prospect and the odds of a desirable outcome go up exponentially. 1. Ask Insightful Questions.

Five Steps to Solutions-Driven Product Management

Proficientz – Product Management University

Define the obstacles each product can eliminate and position, market and sell them under one umbrella – the customer goal. Product Management Playbook Market & Customer Insights Positioning & Sales Enablement Strategy & Product PlanningHere’s what makes solutions-driven product management such a challenge. The vast majority of product companies are a mishmash of products brought together through mergers and/or acquisitions.

On ideas and strategic thinking

Lead on Purpose

When you stop … Continue reading → Innovation Learning goals ideas positivity strategic thinking strategyEvery product and service we have today was once an idea. Even the most basic creations did not exist before someone came up with an impression for a better outcome that would be useful in some way.

Dominating Your Market, Agile Role Clarification and The Price of One-Off Features

Proficientz – Product Management University

Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesThe B2B Product Manager Magazine June 2017 is now available. This month we look at the customer value chain from start to finish using the relay race analogy and how your organization can consistently win that race and dominate the market.

User Engagement, Customer Goals and a Sustainable Growth Strategy

Proficientz – Product Management University

Blog Market & Customer Insights Positioning & Sales Enablement Roles & Responsibilities Strategy & Product PlanningThe B2B Product Manager Magazine August 2017 is now available. This month we focus on user engagement as a leading indicator of customer value and the subsequent impact on retention and recurring revenue. We also look at the shift from a “market problem” focus to a “customer goal” focus and its impact on growth.

Product Training for Sales – More Buyer, Less Product!

Proficientz – Product Management University

And yet, they’re still challenged to articulate key value points that hook a prospect and position your products in a manner that’s compelling. Chances are your salespeople will hear several of the scenarios you’ve covered during the training and can position your solutions appropriately. Laminate and distribute during training for a quick positioning reference card. Blog Positioning & Sales Enablement

Demo 100

Demonstrating Solutions vs. Products

Proficientz – Product Management University

Product Management Playbook Positioning & Sales EnablementIn many cases, the product silos that exist internally become transparent to your buyers during the sales cycle, creating the perception you’ve got a bunch of fragmented products instead of integrated solutions. Longer and more difficult sales cycles lie ahead if this is the case. The Playbook: Three tactics that will help you sell a high-value business solution instead of a bunch of tactical products.

Demo 100

Demonstrating Solutions vs. Products

Proficientz – Product Management University

Product Management Playbook Positioning & Sales EnablementIn many cases, the product silos that exist internally become transparent to your buyers during the sales cycle, creating the perception you’ve got a bunch of fragmented products instead of integrated solutions. Longer and more difficult sales cycles lie ahead if this is the case. The Playbook: Three tactics that will help you sell a high-value business solution instead of a bunch of tactical products.

Demo 100

Overcoming Product Demo Objections

Proficientz – Product Management University

Product Management Playbook Positioning & Sales EnablementProduct demo objections are a staple of the sales process in the B2B software business. Your competitor’s products have just as many or more deficiencies than yours. Don’t get too worked up over it. Successful demos require that you master the art of making certain product deficiencies seem trivial in the grand scheme of the overall solution. How do you do it? By asking the right questions early in the sales cycle.

Demo 116

Learning Product Management Skills vs. Training: The Big Difference!

Proficientz – Product Management University

Blog Market & Customer Insights Positioning & Sales Enablement Strategy & Product PlanningThere’s a significant difference between learning product management skills and going through a product management training course. Learning is where things get far more interesting. From the time I was a teenager, I aspired to be a decent golfer – just good enough to beat my friends at the time and not embarrass myself later on in life when playing with colleagues or clients.

B2B 100

Learning Product Management Skills vs. Training: Big Difference!

Proficientz – Product Management University

Blog Market & Customer Insights Positioning & Sales Enablement Strategy & Product PlanningThere’s a significant difference between learning product management skills and going through a product management training course. Learning is where things get far more interesting. From the time I was a teenager, I aspired to be a decent golfer – just good enough to beat my friends at the time and not embarrass myself later on in life when playing with colleagues or clients.

How does David Fradin deal with cross-functional politics in a product management role?

Spice Catalyst

Q&A Cross-Functional Roles product management Product Management Role Product management training Product Manager Product Managing product marketing Product marketing Management training Product Planning product positioning The Product Management Role

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization

Proficientz – Product Management University

Differentiation boils down to unique positioning in your sales and marketing efforts with your products and company reputation serving up the proof points. Remember, it has to sound different and mean something different than the competition’s positioning. Blog Portfolio Strategy & Product Planning Positioning & Sales EnablementAs the barriers to entry continue to get lower, technology product lifecycles are becoming increasingly shorter.

Customer Value, Underperforming Products, Product Demo Objections and More

Proficientz – Product Management University

Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesThe B2B Product Manager Magazine May 2017 is now available. In this issue we examine the impact of a customer value culture, why products underperform and three steps to connect corporate strategy to product, marketing and sales execution plans.

Demo 100

Win the “Customer Value” Relay Race and Dominate Your Market

Proficientz – Product Management University

The marketing and sales enablement function has three goals: Create a corporate résumé (positioning) that communicates your strategic value to the market in the customers’ vocabulary. Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Product Development & Delivery Roles & Responsibilities

Creating a “Customer Value” Culture, Powered by Product Management & Product Marketing

Proficientz – Product Management University

The answers are your core value propositions that drive marketing, sales, pricing, competitive positioning, etc. Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesA customer value culture exists when your entire organization is driven by the strategic goals of your target customers. When that culture exists, you’re consistently rewarded with predictable growth.

Sales Feedback or Voice of the Customer?

Proficientz – Product Management University

In The Trenches Positioning & Sales EnablementHow reliable is our “voice of the customer” when the only source is sales feedback? Sales feedback is important but it’s one data point only. Voice of the customer is more encompassing and consists of research that comes from a broader spectrum of customers, prospects analysts and industry thought leaders that go far beyond the sales pipeline.

B2B 100

Selling Around Deficiencies, Rock Star Product Managers & The Functional Designer Role

Proficientz – Product Management University

Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesThe B2B Product Manager Magazine April 2017 is now available. In this issue we cover everything from selling value in spite of your product’s deficiencies to what makes a rock star product manager to the criticality of the functional designer role. Plus tips for hiring the right product manager and getting unbiased customer feedback.

Selling Around Deficiencies, Rock Star Product Managers & The Functional Designer Role

Proficientz – Product Management University

Blog Gathering Market & Customer Insights Portfolio Strategy & Product Planning Positioning & Sales Enablement Roles & ResponsibilitiesThe B2B Product Manager Magazine April 2017 is now available. In this issue we cover everything from selling value in spite of your product’s deficiencies to what makes a rock star product manager to the criticality of the functional designer role. Plus tips for hiring the right product manager and getting unbiased customer feedback.